Personalizing Ad Load to Optimize Subscription and Ad Revenues: Product Strategies Constructed from Experiments on Pandora

Using a field experiment on Pandora Media, the researchers show that one can increase subscription profits by 7% by personalizing ad load across users without decreasing ad profits.

• 저널Marketing Science · 44(2) · 327–352
• 토픽Digital Platforms and Economics · Strategy and Management
• DOI10.1287/mksc.2022.0357
• 저자Ali Goli, David Reiley, Hongkai Zhang